Page 1 Social Media in Business Session 2 Agenda NWEN and The Company Bar Recap Session 1 Social Media in a Business Context The changing Business-Customer Relationship Social Media Strategy Roadmap Four essential elements of a social media campaign Participant Presentations (Free Monitoring Tools) [email protected]
Session 2 Agenda. NWEN and The Company Bar Recap Session 1 Social Media in a Business Context The changing Business-Customer Relationship Social Media Strategy Roadmap Four essential elements of a social media campaign Participant Presentations (Free Monitoring Tools). - PowerPoint PPT Presentation
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Page 1Social Media in Business
Session 2 Agenda
NWEN and The Company Bar
Recap Session 1
Social Media in a Business Context
The changing Business-Customer Relationship
Social Media Strategy Roadmap
Four essential elements of a social media campaign
Social Media are online web-based tools and technologies that enable people to connect, communicate, create content and collaborate
In real-timeAt scale At will
Inexpensive, accessible, easy to use, Social Media helps people toEngage one-on-oneInfluence opinions and outcomesOrganize around causes, viewpoints, principles
Opinions expressed on social media can profoundly impact business results
Businesses with thoughtful social media programs can experience tangible benefits
Budgets for Social Media range from $66K (novice) to $1.364M (advanced) in 2010*
Search on Keywords Begin with an initial list of keywords Establish a baseline by choosing a timeframe with “normal” activity Assess the volume, frequency and tone of conversations on various social platforms
Capture relevant data for ongoing analysis Use several tools and a manual process initially Automate when source, content, metrics become clear Report results that are credible and persuasive Most active social platforms by volume Reach by social platform and share of voice Sentiment and brand perception Opportunities for engagement realized and missed
Page 15Social Media in Business
Tools Available
Search engines Google, Yahoo, Bing, …
Search boxes on social platforms
Social Media Monitoring Tools and Platforms (Free / Fee)
Online Polls, Surveys attached to websites, social networking sites
“Influence is the ability to cause desirable and measurable actions and outcomes” - Brian Solis
“When you post a link or recommend a site, how many people actually bother to check it out? And what's the likelihood of those people then forwarding it on? How far does your influence spread?” – The Fast Company Influence Project
Calculating InfluenceReach Number of people in someone’s personal networkVolume Amplification resulting from their network connectionsRelevance Topics of interest, Demographics
Source: Razorfish , Measuring Social Influence Marketing 2009Legend: Peer: Close family and friends; Social Influencers (MM) upload content to YouTube, Flicr, etcSocial Influencers (B) are independent bloggers; they are approximately the Social Influencers in slide 27Key Influencers (I) are Famous Independent Bloggers; Key Influencers (C) are Corporate Bloggers. They are approximately the Social Broadcasters in Slide 27
Identify media stars for your categoryUnderstand what their unique value proposition isReach out and enlist their efforts on your brand’s behalf in return for Product samples
Exclusive experiencesNon-Monetary exchanges of value
Build long-term relationships“Sponsor” conversations but ensure full legal disclosure
Case Study: Forbes Digital Division Launch of Social Media Program
Results:24 Videos2000 views for some200 shares on Twitter and Facebook
Target audience is too large for individual outreachUse Listening tools to identify the most influentialInvolve them in programs that match their needs while fitting with campaign objectivesProvide them interesting content that is easy to shareAmplify their influenceSponsor offline events organized by mass influencers
Case Study: Microsoft Windows 7
Highlights Product Improvement Communication Advertisement Offline-Online Program SM Dashboard for consumers
Small networks with high trust levels Word of Mouth works best to activate this groupAttract participation with content that is worthy of sharing, easy to share across multiple social networksCreate interesting, fun experiences to stimulate engagement that generates substantial earned mediaUse paid media to amplify
Case Study: Tasti D-Lite
Highlights Find Customers where they are and be there Different engagement tactics work on different sites
Advertising stimulates WOM Target Advertisements at current customers, not just potential customers It cues up a brand or product for conversation 50% of all brand related WOM reference advertisement
True WOM is about how businesses do businesses every day Give people a reason to talk about your brand
Look for ways to make every customer touch point a talking point Product Price Promotion Place
Core Values:1.Deliver WOW Through Service2.Embrace and Drive Change3.Create Fun and a Little Weirdness4.Be Adventurous, Creative, and Open-Minded5.Pursue Growth and Learning6.Build Open and Honest Relationships with Communication7.Build a Positive Team and Family Spirit8.Do More with Less9.Be passionate and Determined10.Be Humble
Who in the organization should engage Whom should they engage with Current customers Potential new customers Brand evangelists Brand detractors Industry spokespeople and influencers
How to engage How to spark conversations How to counter negative conversations How to amplify positive conversations Guidelines for people representing the company, brand, products Engaging in industry events, engaging with competitors
Creating an engagement strategy is a critical step